Consent is channel-specific in ways campaigns often miss. A voter who signed up for your email list or agreed to receive calls hasn't necessarily agreed to receive text messages, and treating one channel's consent as covering another is a common way to end up texting people who never opted in to texts. Here's how cross-channel consent works and how to collect consent that actually covers texting.
Does consent transfer across channels?
Not automatically. Consent generally covers what the person agreed to, so an email opt-in covers email, and a texting opt-in covers texting. A voter who gave you their email address to receive newsletters did not thereby agree to texts, and a phone number collected for calls isn't automatically consent to text that number. The TCPA governs texts to cell phones specifically, so the question is always whether the person consented to receive texts, not whether they're generally in touch with your campaign.
Why does texting need its own opt-in?
Because texting is a distinct, more intimate channel with its own rules, and the consent standard attaches to it directly. Someone who's happy to get your emails may not want texts, and texting them anyway on the theory that they're already a supporter is exactly the unconsented contact the rules target. This is why a durable program collects a specific texting opt-in rather than porting a number from another list. A phone number in your CRM is not the same as consent to text it.
How do you collect consent that covers texting?
Make the texting opt-in explicit at the point of collection:
- Ask specifically for text consent. Opt-in language should make clear the person is agreeing to receive text messages, not just joining a general list.
- Capture it in a text-native way. A keyword opt-in, a QR code to a subscribe page, or a checkbox that specifically covers texts.
- Don't assume a phone field is consent. A number collected for another purpose needs its own text opt-in before you text it.
- Document it. Log the text-specific consent so you can show it later. See recordkeeping.
Frequently asked questions
Does an email opt-in cover text messages?
No. Consent generally covers the channel the person agreed to. An email opt-in covers email; texting needs its own opt-in. A voter on your email list hasn't necessarily agreed to receive texts.
Can you text a phone number collected for calls?
Not automatically. A number collected for calls or another purpose isn't consent to text it. Texting to cell phones has its own consent standard under the TCPA, so you need a text-specific opt-in.
How do you get consent that covers texting?
Ask specifically for text consent at the point of collection, using text-native methods like keywords or a QR code to a subscribe page, don't treat a phone field as consent, and document the text-specific opt-in.
Keep reading: what is an opt-in? and what your opt-in language should say. For the rules, see the FCC.
This is general information, not legal advice, current as of the date above.